There’s a common belief that young people tend to grow into radio as they get older and their time spent listening (TSL) increases as their lifestyle changes.
With the current audio and media landscape offering more choice and greater accessibility than ever before, how is audio consumption changing and is it in turn affecting radio listening?
Despite the alternatives out there, statistics from around the world, including Australia and Canada, still show a large proportion of younger generations are growing into radio as their lives get busier and lean-back listening becomes more prevalent.
Based on a study conducted by Xtra Insights of 16-39 year olds across eight countries throughout the Asia-Pacific region, TSL was measured over the main age demographics.
As can be seen in the above graph, the trend of TSL increasing with age was certainly evident in our data, with the exception of Thailand.
Although it’s likely that the proportion of people growing into radio has changed as they spread their time across different audio options, for the time being, it seems that this trend remains.
This is the fourth in a series of six research articles from Xtra Insights. See below for previous articles.
About the Author
Hannah joined the team at Xtra Insights in 2016, bringing with her a passion for data research and analysis. Since joining Xtra, Hannah has worked on a number of research projects in Australia and overseas and enjoys applying her skills within the media and entertainment industry.
As Project Coordinator, Hannah is involved in many facets of the company from marketing to music research. She is an integral part of the regional radio surveys team, helping to coordinate the release of multiple ratings surveys each year.
Xtra Insights specialise in media research. Xtra translates data into actionable insights. As an innovation leader, Xtra works with some of the biggest media companies around the world, using cutting edge methodologies to engage with their audiences. For more information head to https://xtrainsights.com.